Tbll tbem what W wa,nt: h,n Antm,io daes tbe rest!

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lnnovolion Ptlinful But Necessory, Deoler Soys

A CANDID, ofi-the-cufi discussion of the A pitfalls and rewards of modern mass mercirandising highlighted the mid-January meeting of the Orange County Lumbermen's Club.

'Guest speaker William G. 'oBill" Cooper, energetic young president of Los Angeles' Cooper Lumber Co., and innovator in retail lumber and building materials merchandising techniques in southern California. was on the firing line for a frank question and answer session,

"We have no secrets," said Cooper in summing up his operation a{ter its first year in business in their new 36,000 sq. ft. showroom. 'oOur only 'secret' is a willingness to experiment with difierent merchandising methods," he added.

"Like most dealers, we thought we knew everything there was to know about the retail lumber business. Merchandising? Sure, you just put up a sign and wait for the customers to knock you down. Stock control? Nothing to that. You just wait 'til you run out and then you order som,e more.

"After a year in operation at our new store, we've discovered that the more you learn, the more you realize how much there is to learn," Cooper emphasized.

"Probably the most important lesson we've learned thus far is this: no merchandiser can be all things to all people. You have to decide what your market is, and then go after it. W'e knew that when we went after the consumer trade we were going to lose the coverall trade. Contractors simply won't pay for your carpeting and air conditioning. We've tried to keep both groups satisfied by directing our contractorcustomers to a separate contract yardr" he concluded.

Following his talk, Cooper fielded a barrage of questions from interested dealers on a variety of subjects, including:

Adnertising-'oWe budget 3-4 percent of gross sales to advertising. We've experimented with several media, and even tried spots on the Jo,s pyn6 (telephone-talk) radio show. W'e recently switched to a tabloid newspaper which we distribute twice a month. The results have been dramatic."

Credit-Our credit sales, through Bankamericard. increase each month. We've found, however, that the Bankamericard has ono hook,' that is, nothing to encourage customers to come back to Cooper Lumber.

Consequently, we're planning to issue our own credit card, probably with a $50 limit."

Shnplilting-"We recently installed a closed circuit television system which has proven very efiective in discouraging the amateur shoplifter. There's nothing you can do about the pro-he'll get you no matter what you try. We also have three part-time undercover men, and require that all employees sign a statement agreeing to take a polygraph, or'lie detector,' test if asked.

I nuentory 6s7117s1-a'$/e recently switched to NCR's optical font system. Every item in the store is coded, so when the cashier rings up a sale, she also punches in a stock control number. I'll admit, though, that our computer system is one of the most painful (Continued' on Page 56)

spells it like it is...

*W iS fOf I|f-A-T-E-R-P-R-O-O-F-E-D

What difference can a little moisture make to a wooden door? None, if it's a Bellwood. Now, this doesn't mean even a Bellwood door should be directly exposed to the elements. But it does mean that Bellwood's exclusive waterproofing of the top and bottom of their doors protects those critical areas before the painter comes. And at no extra cost. ... just another plus feature that spells BELLWOOD. THE BELLWOOD COMPANY / 533 West Coilins / Orange, Catifornia

GUARANTEE Bellwood Doors arc fully gusranteed by the Bollwood Company of California. as s€t fonh in tho Standard Door Guarantee of ths National Woodwork Manufacturers A$ociation. They mget or excagd the specifications set forth in Commercial Standard CS 1 71 -58 for Sotid-core and Hollow- core doors. B[1lW0m*D00n$

MADE IN CALIFORNIA

Los Angeles Club Concqt

A SUCCESSFUL concat and a look at ll' 6" jarring world of pro football by Merlin Olson, NFL lineman and guest speaker, opened Los Angeles Hoo-Hoo Club 2's first 1967 meeting.

In the golf, Homer Ward won low gross with a double lacky 77, low net going to Dorman Dane who won the flip for the trophy after he, Norm lflendell, Bob Merrit and Hugh Hurth tied for first.

First flight topper was Don Gow with Bill Rau second. Second flieht it was Bob